Guest Post: Adam Steele is the CEO at Nightlite Media. His expertise includes SEO, social media and email marketing. This is Part 2 of Google Local Results Changed the Game.

Overview

97% of consumers search for local businesses online. You definitely want to be there when they’re looking for you with Google Places for business.

Google wants to show its users the most relevant, up-to-date, quality information (including companies) possible. This is its mission and just one reason it is the biggest. As such, when it comes to optimizing your Google Places page, you should keep this in mind.

The following are some simple tips and guidelines to a successful Google Places page optimization. The quick tweaks will improve your chances of securing better positions for your business. Please keep in mind that Google Places is constantly changing, and what works at the time of this checklist may change dramatically in 30 days. Saying that, we have tried to keep to the things that have remained a constant for some time now.

Initial Process

Select the area/city you wish to target

Keyword Search: https://adwords.google.com/select/KeywordToolExternal. Put in a word that you “think” the average person would type in Google when looking for a business in your city. (NOT the name of a business, but a word or phrase.) Example: ‘Dallas electrician’. Google will suggest other popular words below that term. View the ones that are popular and record them. Make sure you deselect broad and select exact (on the left) and focus your attention on local volume/searches, not global.

Identify keywords you would like to dominate in your local town/city and search them for yourself. Not all keywords will trigger Google Places. So, you need to make sure the ones you go forward with bring up Google Places results when you search for them.

Record on a piece of paper the top 5 -10 keywords and rank them in order of priority (keep on hand).

Submission

Search for your company to see if an existing Google Places page is already setup. Go to http://maps.google.com and put in your phone number with area code to see what comes up. Try more than one phone number if you have more than one for your business.

If after you check, you DO have a page, then you will simply want to “Edit Page” if there is anything you want to change (check below to see if your current Google Places page has the appropriate content listed below.) If you do NOT have a page after entering your phone numbers, then you will want to create one!

Creating A Google Places Page

After you have created a Google account, you will want to set up your Page. Answer every question (Leave nothing undone – Google views this as “incomplete”.)

Company Name (Without keywords) DO NOT get fancy here. Stuffing your title with keywords is just going to get you in trouble. In the past, stuffing the title offered an SEO advantage, but now it is both risky and unnecessary. Simply put your business name here as it is recognized everywhere else.

Street Address: Your business address as it occurs everywhere else online and offline. Consistency and accuracy are KEY. If your business has existed for some time, try and search your own address. Look for the most popular address for yourself and go with that one if it’s applicable–otherwise update it. You would be wise to go back and adjust all those addresses that are different than what you use in your Google Places page. NOTE: If later you decide to make any changes to your address, Google will very likely request to send you a post card before updating.

City/Town: Self Explanatory. NOTE: This is the city that you will have the best chance of ranking in for your keywords.

Main phone: Same principle as your street address. Take a look how your phone number appears already online. Is it in (xxx) or xxx? You want it to appear in Google Places the same way it does elsewhere online.

Website: Use http://www. You want it to be hyperlinked.

Description: I would typically suggest using the same one that occurs in your site’s meta data (description tag) for consistency. Keyword rich is fine, but don’t make it spammy. Also, consider your click through rate (CTR). Searchers will see this, and decide whether they want to click or not so don’t be afraid to be a bit ‘salesy.’

Category: Few things to know here. Stay the heck away from city modifiers. That is, your category should be ‘electrician’, NOT ‘Dallas electrician.’ Doing the latter will get you in trouble. Google gives you 4 custom categories and one pre-defined. Make good use of them and align them with the keywords you want to rank for. Similar to the Company/Organization field, categories are being screened and the same sensitive keywords apply. Custom categories don’t really have to be too coherent. If you have a lot of keywords you are targeting, try and combine them with other keywords, but again, not too spammy.

Service Area and Location Settings: Pretty self explanatory. It is commonly used if you are using an address outside of the city/cities that you want to rank in OR you want to rank in all your surrounding cities. Use this function to define your service area(s). NOTE: You aren’t going to rank in San Fran, if your address is in Austin. Obvious, I hope. However, if your address is in the suburb of San Fran and you want to rank in San Fran and its surrounding suburbs is doable. Being outside of the city you want to rank in puts you at a disadvantage. If you are trying to rank for a competitive keyword and you are not located in the city you want to rank in, you could be hooped.

Hours & Payment: Just make sure this is consistent with everything else that is published online.

Photos: Yes, you should add photos. Photos uploaded should be saved as ‘cityname-state-keyword’ and then uploaded. Google also gives you the option to “Add a photo from the web.” I like to add a picture from the website. This creates a connection between your Google Places page and your website. This is a good thing.

Videos: Yes, you should add video preferably of a testimonial like a customer (not you). These can be YouTube videos. Remember to make sure your files are named after a keyword.

Verification: More than likely Google will want to send a post card. The post card typically takes 5-8 business days to arrive. When it arrives, log back into your Google Places dashboard and enter a PIN code to verify and activate your listing.

Similar to my last post, there is a perk for reading. This articles perk is 3 months of FREE Google Places page optimization…a $300 value!! To enter the draw, send your answer to the following question to adam.steele@nightlitemedia.com. Also, if you like some of the tips above, follow me on twitter for more at http://twitter.com/nightlitemedia.

Question: In the categories section of your Google Places page, doing what can get you in trouble?

We know it’s sometimes difficult to learn and then find the time to promote your site. The reality is that for many of you, getting a company to help you is the best choice. So, our marketing team searched out the best of the best online marketing companies and then put together custom packages we thought made the most sense for our customers. Check out the special packages here.

How important is it to get your online marketing started? Here are some facts that Nightlite Media has put together:

Recently I read that 34 billion videos were streamed in the U.S. in May. I’m not big on stats, but some quick grade school math indicated that it’s equal to every single person on the planet watching more than five videos! More than 14.6 billion of those videos were watched on YouTube, with each user watching an average of 101.2 videos in one month.

With YouTube being the second-most used search engine after Google, video is no longer a marketing luxury for businesses.

You can find how-to videos these days on anything from online marketing to how to make a calzone. The plain fact is that people thirst for knowledge, and the best way to transmit that (aside from having a one-on-one instructor) is through a simple tutorial video. If you’re not comfortable in front of the camera, you may want to create a computer tutorial instead, using screen-capture video software. Some programs even have the ability to add captions.

3. Product Demos

This cheesy video demo for a remote car starter might not be your style (or budget), but it works. There’s a reason it has over 212,000 views! These are all people who were exposed to Viper’s branding, and they are all assured that the product isn’t a lemon. Sometimes a money-back guarantee isn’t enough – people want to actually see your product or service in action.

4. Entertainment

Sometimes you just want to show that your company has a human side – that you have a sense of humor. Recently on our staff retreat, our team ended up playing one of most challenging sports known to man: tether-ball. The sight of grown men (yes that’s me in the yellow) reduced to swinging away incompetently at an elusive ball is the kind of thing I can spare a minute to watch – and forward to a friend as well.

These are just a few ways you can start using videos for your business. If you haven’t already begun, get out there and start shooting! And, if you’ve already started using video for your business, let us know in the comments how that’s working for you!